By Ashley Reyes
The SEMA Professional Restylers Organization (PRO) is accepting applications for its annual PRO Cup Challenge, taking place at the 2025 SEMA Show, November 4-7, Las Vegas.
Designed to celebrate the creativity, craftsmanship and passion that drive the automotive-customization industry, the competition invites automotive restylers to design an accessory package for a new-model vehicle that appeals to a broad audience. The goal of the program is to show restylers, dealerships and accessory manufacturers the benefit of designing marketable accessory packages instead of "one-time" vehicles.
To qualify for the competition, the restyled vehicle must have maximum labor hours of 40 hours per package installed and a wholesale cost of no more than $12,500 to the dealer.
Benefits of competing include:
Vehicle Placement in West Hall
Selected companies will have their vehicle showcased in the PRO booth in West Hall, putting their skills and brand in front of thousands of buyers and media.
Recognition From Peers, Public
Judges made of industry experts will select a PRO Cup Challenge winner based on the accessory package's marketability, ease of reproduction, creativity and profitability. SEMA Showgoers will vote for their favorite accessory package and recognize it with the People's Choice Award.
Brand Exposure
Competing shops and their vehicles are featured in SEMA and PRO publications and social media leading up to, during and after the SEMA Show.
Networking Opportunities
Companies participate in networking and recognition opportunities at SEMA Show PRO events, opening the door to valuable industry connections and potential partnerships.
Build Industry Credibility
Restylers can position themselves as experts in their field by creating custom vehicle options that stand out in dealership showrooms. By participating in the challenge, restylers can demonstrate their ability to attract new customers, increase sales and build lasting customer loyalty.
Applications are due July 25. If selected, competitors must complete and submit a build sheet with the basic concept of their package by September 5. Apply here today and learn more about the PRO Cup Challenge at the 2025 SEMA Show here.
PRO is looking for member manufacturers to donate parts or offer parts at a discounted price to PRO Cup Challenge applicants. This is a great opportunity to showcase your products on the vehicles that are selected for the competition. Sign up here.